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Case
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Reference no. 9-908-049
Published by: Harvard Business Publishing
Originally published in: 2008
Version: 22 February 2010
Length: 16 pages
Data source: Field research

Abstract

Microsoft considers alternatives to expand its presence in on-line advertising, especially text-based pay-per-click advertising. Google dominates, and it is unclear how Microsoft can grow, despite considerable technical and financial resources. Microsoft considers a set of alternatives, each with clear benefits but also serious challenges.
Size:
79,000 employees, $44 billion revenue
Other setting(s):
2007

About

Abstract

Microsoft considers alternatives to expand its presence in on-line advertising, especially text-based pay-per-click advertising. Google dominates, and it is unclear how Microsoft can grow, despite considerable technical and financial resources. Microsoft considers a set of alternatives, each with clear benefits but also serious challenges.

Settings

Size:
79,000 employees, $44 billion revenue
Other setting(s):
2007

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